Marketing Automation

Marketing automation is the process of using software and new technology to optimise, automate and measure different marketing tasks and workflows. They help businesses to save time and increase the efficiency by targeting customers with personalised messages across multiple channels, such as email campaigns, social media, websites and more, with automating intervention.


What does marketing automation do?


Marketing automation seeks to create leads, captivate potential customers, and maintain existing ones by ensuring timely delivery of customised information. Using data and analytics to categorise audiences according to factors like demographics, behavior, and previous engagements. This allows marketers to craft personalised campaigns that appeal to specific segments of their audience.


Marketing automation tools

  1. Email Marketing: Automation software allows for the development and scheduling of email campaigns, ranging from welcome emails to drip sequences and follow-ups, triggered by user actions or set timelines.
  2. Lead Nurturing: By tracking user behavior, marketers can deliver relevant content and offers to leads at different stages of the sales funnel, guiding them through the buyer's journey and increasing the likelihood of conversion.
  3. Campaign Management: Marketers can design, launch, and manage multichannel campaigns from a single platform, ensuring consistency across touchpoints and optimising resources.
  4. Analytics and Reporting: Marketing automation platforms provide insights into campaign performance, allowing marketers to measure key metrics, identify trends, and make data-driven decisions to improve ROI.
  5. Workflow Automation: Repetitive tasks like lead scoring, data segmentation, and social media posting can be automated, giving more time for marketers to focus on strategy and creativity.
  6. Personalisation: With all the data collected from various channels, marketers can create highly personalised experiences for customers, increasing engagement and loyalty.


Marketing automation platforms

  • HubSpot: Known for its user-friendly interface, HubSpot offers a comprehensive set of tools for email marketing, lead nurturing, social media, and CRM integration.
  • Marketo: Part of Adobe, Marketo provides advanced features for email marketing, lead management, and campaign automation, making it suitable for larger enterprises.
  • Pardot: A Salesforce product, Pardot specializes in B2B marketing automation with robust tools for lead generation, nurturing, and ROI reporting.
  • Mailchimp: Ideal for small to medium-sized businesses, Mailchimp offers a range of features including email marketing, landing pages, and basic automation workflows.
  • ActiveCampaign: This platform combines email marketing, automation, and CRM capabilities, focusing on customer experience automation.